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Balancing acts: Managing employees and reputation in social media

Author

Listed:
  • Joonas Rokka

    (Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School)

  • Katariina Karlsson
  • Janne Tienari

Abstract

Although previous studies have shown that social-media platforms offer companies new ways to gain business value, they have also identified fundamental brand-related challenges in social media. The purpose of this paper is to complement the extant literature by addressing the ways in which companies manage their reputation in social media, focusing on the role of employees. We first illustrate how social-media environments amplify the need for distinct corporate reputation-management practices and, second, how challenges and solutions vary across companies in different sectors and businesses. We contribute to prior research by conceptualising corporate reputation management in social media as balancing acts, which take place in relation to different, contradictory, and sometimes paradoxical priorities related to branding and managing employees.

Suggested Citation

  • Joonas Rokka & Katariina Karlsson & Janne Tienari, 2014. "Balancing acts: Managing employees and reputation in social media," Post-Print hal-01064176, HAL.
    • Handle: RePEc:hal:journl:hal-01064176
    DOI: 10.1080/0267257X.2013.813577
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    Citations

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    Cited by:

    1. Saidatul Rahah Hamidi & Maizatul Akmar Ismail & Shuhaida Mohamed Shuhidan & Shamsiah Abd Kadir, 2023. "Corporate Reputation in Industry 4.0: A Systematic Literature Review and Bibliometric Analysis," SAGE Open, , vol. 13(4), pages 21582440231, October.
    2. Alessandra Mazzei & Alfonsa Butera, 2016. "Brand consistent behavior of employees on social media: the role of social media governance and policies," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 85-106.
    3. Faseeh Amin & Mohammad Furqan Khan, 2021. "Online Reputation and Stress: Discovering the Dark Side of Social Media," FIIB Business Review, , vol. 10(2), pages 181-192, June.
    4. sophie de villartay & Fabienne Berger-Remy & Nathalie Fleck-Dousteyssier, 2023. "When employees relay employer brand communication : application to video testimonials [Lorsque les collaborateurs relaient la communication marque employeur : application aux témoignages vidéos]," Post-Print hal-04381689, HAL.
    5. Kitchin, P.J. & Paramio-Salcines, Juan L. & Walters, Geoff, 2020. "Managing organizational reputation in response to a public shaming campaign," Sport Management Review, Elsevier, vol. 23(1), pages 66-80.
    6. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    7. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    8. Gianfranco Walsh & Mario Schaarschmidt & Lefa Teng, 2020. "Cross-cultural Assessment of a Short Scale to Measure Employees’ Company Reputation-Related Social Media Competence," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 78-91, May.
    9. Barbara Del Bosco & Alice Mazzucchelli & Roberto Chierici, 2023. "Firm policies and employees’ participation in conversation about their employer on social media," Italian Journal of Marketing, Springer, vol. 2023(3), pages 301-322, September.
    10. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    11. Joo Y. Park & Chang Soo Sung & Il Im, 2017. "Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role," Sustainability, MDPI, vol. 9(9), pages 1-16, September.
    12. Sakka, Georgia & Ahammad, Mohammad Faisal, 2020. "Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution," Journal of Business Research, Elsevier, vol. 119(C), pages 354-363.
    13. Hiroki Idota & Teruyuki Bunno & Masatsugu Tsuji, 2017. "The Effectiveness of Social Media for Business Activities in Japanese Firms," The Review of Socionetwork Strategies, Springer, vol. 11(1), pages 33-45, June.
    14. Alessandra Mazzei & Silvia Ravazzani, 2017. "Internal Branding and Employee Brand Consistent Behaviours: The Role of Enablement-Oriented Communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 121-139.
    15. Lin, Xiaolin & Li, Yibai & Wang, Xuequn, 2017. "Social commerce research: Definition, research themes and the trends," International Journal of Information Management, Elsevier, vol. 37(3), pages 190-201.
    16. Vasiliki Baka, 2016. "Formative Reputation: From Being an Organizational Asset to Becoming a Process in The Making," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 152-165, April.
    17. Dag Yngve Dahle, 2024. "Trust and Shout: The Reputation/Voice Tension in Schools and Hospitals," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 52-69, February.
    18. Atthaphon Mumi & Michael Obal & Yi Yang, 2019. "Investigating social media as a firm’s signaling strategy through an IPO," Small Business Economics, Springer, vol. 53(3), pages 631-645, October.
    19. Martin Vejačka, 2017. "Social Media Marketing in Comparison With Other Forms of Marketing in the Slovak Banking Sector," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(1), pages 23-38.
    20. Eeva-Liisa Oikarinen & Saila Saraniemi, 2016. "Categorizing Humorous Employer Brand Message in a Small Company’s Online Job Ads," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 198-218, October.
    21. Walsh, Gianfranco & Schaarschmidt, Mario & von Kortzfleisch, Harald, 2016. "Employees' Company Reputation-related Social Media Competence: Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 46-59.

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